programmatic

Can Google conquer programmatic outdoor advertising? We ask the experts

Last week came the news from WirtschaftsWoche that Google intends to make a foray into out-of-home (OOH) advertising in Germany.

Whilst programmatic OOH is nothing new (the automated buying of digital outdoor space) and allows advertisers to change their messaging according to variables such as time, date, weather and sports results, Google’s trump card is the personal data it has access to, partly through the Android smartphone operating system.

How product-led digital advertising is evolving

Last year for the first time data for the US indicated that ad spend on digital surpassed that on TV. 

There are many reasons for this (such as the rise of mobile, powerful digital ad formats such as video etc.). But undoubtedly one of the attractions is digital’s ability to deliver measurable performance-based product-led advertising – designed to generate online sales and conversions. This has contributed to brands (ranging from consumer packaged goods to fashion brands) spending a growing proportion of budget on product-led digital ads instead of devoting greater amounts to generating brand awareness via TV and bill boards.

China is a “massively untapped market” for US media sellers

Western companies looking to expand their brands into China often face significant challenges in doing so successfully.

Many companies have struggled to compete with favored local competitors, and some have even been forbidden from entering the Chinese market in the first place.